We are HL Group. We help build great brands.
Who We Are
HL Group is a diverse mix. We are marketing strategists, media specialists, television producers, journalists, experiential event producers, copywriters, corporate and crisis counselors, public affairs experts and publicists. Our 85+ professionals in New York and LA have a global reach.
Our Philosophy
HL Group is a strategic marketing and communications firm based in New York City and Los Angeles. We believe that public relations can be the most important element in your marketing mix. We craft rich, tightly structured, multiplatform programs with public relations at their core.
Our Clients
HL Group represents many of the world’s most celebrated brands, spanning an array of categories: fashion, travel and hospitality, retail, interior design, consumer goods, technology, automotive, public service and philanthropy, to name but a few.
Crate & Barrel
As Agency of Record for Crate and Barrel, HL Group consistently tells the brand’s story of design heritage and category leadership in contemporary home furnishings media.
Over the course of our four-year relationship, HL Group has applied expertise to a vast range of initiatives and marketing platforms; from executive positioning to product placement to store openings, HL Group strives to consistently communicate the Crate and Barrel point of differentiation as the retailer celebrates its 50th anniversary.
The result of our combined efforts has been vast elevation of consumer perception through design, shelter, lifestyle and business media. Crate and Barrel can regularly be seen in the pages of top publications such as Elle Décor, Food & Wine and The New York Times.
David Yurman
HL Group has worked closely with David Yurman for almost a decade. Our partnership is inclusive of a comprehensive range of services including brand consultancy, global media relations, partnership development, executive positioning and event services.
Over the years, HL Group has stood by the side of David Yurman as the brand has launched new category collections, expanded its global retail presence and continually evolved its unique vision.
Today, David Yurman is considered the definitive American jeweler, and HL Group continues our marketing and communications services to help shepherd and protect that iconic status.
Expedia
HL Group began consulting for Expedia in 2008 on brand marketing and communications related issues, and, eventually, our relationship grew to PR Agency of Record.
To ensure we continuously deliver quality performance, HL Group immerses itself in the complex world of Expedia to understand their business objectives. We employ a customized approach and metrics to ensure success.
We work to systematically deepen the brand’s relationships with the most relevant voices in the travel community and engage with consumers across all channels, from traditional print and broadcast media to social media and elsewhere.
Expedia has directed HL Group to emphasize the quality of placements rather than their quantity. To that end, HL Group annually secures major print and broadcast features that drive transactions and position Expedia above the competition.
Marchesa
Since the designer brand’s launch in 2004, HL Group has served as a trusted partner to the establishment of Marchesa globally.
Working in tandem with designer Georgina Chapman and co-founder Karen Craig, HL Group manages the brand’s high-profile image amongst top-tier editors, stylists and celebrities.
To date, our media relations efforts have secured international fashion feature coverage from Vogue to Harper’s Bazaar UK to Tatler Russia. In addition to coordinating NY Fashion Week presentations, HL Group supports brand extensions and collaborations from bridal to beauty to jewelry.
Marchesa has successfully achieved prominent status at the forefront of the American fashion industry and, when they garnered a CFDA Fashion Fund nomination for their vision, we celebrated and immediately began planning for future accolades to come.
TOMS Shoes
HL Group has proudly worked with TOMS Shoes since the brand’s inception in 2006, helping to introduce the One-for-One concept to the world and establish founder Blake Mycoskie as a celebrated voice of authority in social entrepreneurship and cause-driven fashion.
We have garnered feature coverage from the likes of Fortune, Vogue, Time, People and BusinessWeek, and broadcast segments on The Today Show, Good Morning America and CBS Sunday Morning.
TOMS has also achieved a groundswell of consumer awareness through coveted brand and retail partnerships. The result of our joint communications efforts to date is 1,000,000 pairs of shoes donated to children in need – and counting.
Jaguar / Land Rover
Jaguar Land Rover engaged HL Group with a very specific mandate: broaden the consumer base for both brands by capturing the attention of competitive lifestyle media.
To accomplish that goal, HL Group strives to continually align both brands with the cultural “design conversation.” We put culture and lifestyle reporters behind the wheel at luxury Ride & Drive experiences and execute media and influencer relationship-building dinners.
We secure tastemaker partnerships such as the Council of Fashion Designers of America Awards, Hollywood Bowl and Rodeo Drive Concours D’Elegance. Most recently, HL Group helped Land Rover with their foray into fashion via partnerships with prestigious designers Marchesa and rag & bone.
With each new model launch or initiative, HL Group crafts a media program to turn the spotlight on the brand’s unparalleled design ethos and earn exposure in top-tier lifestyle publications, ultimately, delivering a brand message that resonates with both the affluent and aspirational consumer.
PUNTACANA Resort & Club
HL Group works with PUNTACANA Resort & Club to establish the resort as the definitive luxury destination to high-net worth individuals internationally.
We develop a diverse set of newspegs to earn media interest and implement marketing programs to directly influence reservations and sales.
HL Group executes an annual global road-show in markets such as Madrid, Toronto, Dallas, New York and Buenos Aires. We have secured a truly international slate of coverage including Financial Times: How to Spend It, Robb Report Arabia, and Harper’s Bazaar India.
Diane von Furstenberg
HL Group has been Diane von Furstenberg’s agency partner for 5 years, supporting the brand through large-scale initiatives and cross-category collaborations.
HL Group focuses on maximizing opportunities for DVF that communicate a consistent brand voice through special projects such as International Women’s Day, the DVF Awards held annually at the United Nations and a partnership with Warner Bros. to launch a limited edition Wonder Woman Collection.
For each initiative, our team collaborates with the brand to secure features in lifestyle, business and socially-driven media outlets to bolster DVF’s presence as a lifestyle brand and champion for women’s empowerment.
Finally, HL Group consistently supports brand growth through global programs such as “The Journey of a Dress” exhibit, new category launches such as the DVF Home Collection and other brand marketing efforts.
HSN
Multichannel retailer HSN retains HL Group to showcase the company’s position as an innovative retailer as well as drive consumer awareness for its numerous brand launches and partnerships.
Over the past few years, HL Group Corporate Communications has successfully and consistently positioned the HSN executive team and leadership as a go-to industry source in top business print and broadcast media outlets from Dow Jones to CNBC.
Additionally, CEO Mindy Grossman is often recognized for her brand vision in such superlative lists as The Financial Times “Top 50 Women in Business.” On the consumer front, HL Group effectively works to drive editorial perception and engage consumers in new brand introductions annually in fashion, beauty and home.
bobble
In 2010, HL Group launched bobble, a patented self-filtering water bottle. To make a splash in a saturated market, HL Group executed an influencer engagement program to secure credible, unpaid endorsements from Hollywood talent.
Now, bobble can consistently be found within reach of other innovators – in the DVF design studio, at the TED Conference, at the Design Leadership Summit. Supporting the word-of-mouth campaign is a slate of coverage that most brands dream of – from The Today Show (3 times) to Fast Company.
The trickle-down effect of earned media has worked. Since launch, bobble’s widespread exposure has helped the company reach five continents in nine months – and HL Group is currently launching new bobble products to the market.
Mattel
HL Group collaborates with Mattel to maintain Barbie’s status as a fashion & pop culture icon through creative programming and media outreach. We began our relationship with a year-long celebration of Barbie’s 50th Anniversary.
The whirlwind campaign reached its peak with a New York Fashion Week runway show for which designers such as Marchesa, Rachel Roy and Vivienne Tam created looks inspired by Barbie’s celebrated wardrobe.
At campaign conclusion, Barbie’s birthday was front page news nationally and sales jumped 12% in just one year, the biggest Barbie sales increase in over ten years.
HL Group continued with a national communications campaign to reunite Ken with Barbie through a branded content web series, social media and media-worthy partnerships including Christie’s Auction House and CFDA menswear fashion designers. And like Barbie, Ken was headline news – in The Wall Street Journal, “The Daily Beast,” New York Magazine and beyond.
H-P
HL Group supports H-P to integrate platforms outside its discipline and expand its footprint to industries that directly influence consumers; from media to fashion to philanthropy.
Whether it’s a partnership with Newsweek and The Daily Beast “Women In The World” Summit, or an alignment with DonorsChoose, we connect HP to tastemakers and opinion-formers through influencer networking programs, unique media-driving affiliations and thought leadership opportunities.
Client Work
About Us
Our Story
HL Group was founded in 2001 by Hamilton South and Lynn Tesoro.
We offer our clients the highest level of marketing and communications services; from media relations and corporate communications strategies to flawless event execution, we have an unparalleled record for exceeding our clients’ objectives.
The company boasts an expansive repertoire of services and a distinguished client portfolio spanning fashion, retail, beauty, consumer products, technology, home design, travel and hospitality brands, as well as corporate, media and philanthropic concerns.
Our executive team has decades of experience and deep relationships with influencers and media worldwide. HL Group is a member of MDC Partners, a network of prominent, forward-thinking communications agencies.
Collaborative to the Core
To achieve success on behalf of a client, it helps immensely to have been one yourself.
Prior to founding HL Group, our senior leadership built and shepherded global brands. Many of our employees came either from the client side, or from positions in broadcast, print journalism and marketing.
We understand our clients’ challenges because we’ve experienced them ourselves. This allows us to approach client challenges from multiple angles and to deliver counsel that is thoughtful, strategic and impactful.
We are a strategic communications partner that knows ROI is a product of true collaboration and integration. That is why we offer customized strategies that yield measurable results, while delivering bold creative solutions and pragmatic implementation.
The HL Advantage
HL Group provides executive leadership, unparalleled resources and a wealth of expertise:
- Trusted relationships with international editorial decision-makers in fashion, lifestyle, consumer, media and corporate sectors
- Access to a varied array of high-profile influencers, partners, events, and charitable programs
- Account management led by seasoned senior executives
- Expertise in marrying traditional and social media platforms
- Experience developing a diverse range of communication solutions – from brand launches to global expansions
- Seamless bi-coastal account teams
Hamilton South
Founding Partner
Hamilton South is a distinguished marketing and communications executive with years of experience counseling some of the world’s most noteworthy brands.
Mr. South oversees corporate advisory services to global consumer products, technology and luxury lifestyle brands. Mr. South also serves as a Strategic Advisor to Fireman Capital Partners and sits on the boards of Baccarat (EPA: BCRA), Diane von Furstenberg and David Yurman.
Mr. South is considered a noted authority in the luxury goods, consumer brand, and new media sectors. He has spoken at the WSJ Executive Marketing Summit, National Retail Federation and Luxury Interactive Summit. He is frequently quoted in prominent media outlets such as The Economist, Forbes and The New York Times.
Prior to launching HL Group in 2001, Mr. South served as President and Chief Marketing Officer of Polo Ralph Lauren. Overseeing all brand marketing, advertising and new business development for Polo brands worldwide, he spearheaded RL’s brand transition from a private to publicly-traded company. Mr. South was also an Editor-at-Large for Vanity Fair magazine and a Director of Public Relations at Giorgio Armani SpA.
Lynn Tesoro
Founding Partner
Lynn Tesoro is a globally recognized communications executive with extensive knowledge of fashion, luxury and lifestyle-related businesses. Ms. Tesoro is consistently retained by top consumer brands to identify growth and positioning strategies.
She has been associated with many noteworthy brand launches and advises a distinguished roster of clients who rely on her as a long-term communications partner and counsel.
Prior to founding HL Group, Ms. Tesoro was Senior Vice President of Corporate Communications and Marketing at Polo Ralph Lauren overseeing media relations, marketing, launch initiatives and advertising across all Collections and brands within the Ralph Lauren portfolio.
She was Global Vice President of Communications and Special Events at Calvin Klein, during a period of significant expansion. Ms. Tesoro started her career at Giorgio Armani where she and Hamilton South began their long-standing partnership.
Guillermo Zalamea
Partner
A partner since 2007, Guillermo Zalamea has been integral to the firm’s growth across a range of categories, particularly menswear, home design, art and architecture. Mr. Zalamea is based in Los Angeles overseeing the firm’s West Coast operations.
Prior to joining HL Group, Mr. Zalamea served as Fashion Editor of Esquire for eight years, where he conceptualized and produced the magazine’s monthly men’s fashion coverage. His editorial background, trend forecasting experience and depth of market intelligence make him uniquely qualified in helping clients build media-worthy brand messages.
After his time at Esquire, Mr. Zalamea was Director of Public Relations for Giorgio Armani SpA and Senior Director of Public Relations & Marketing for Polo Ralph Lauren. He also directed the marketing and public relations team that launched designer John Varvatos domestically, in Asia and in Europe and was a founding contributing editor for Out Magazine.
Mr. Zalamea is fluent in Spanish and often works with cultural institutions and clients focused on the Latin American market. He is a noted authority in the Home Design category and has stewarded HL Group’s Shelter division for five years. Mr. Zalamea has appeared as a keynote speaker at interiors industry conferences, including the Design Leadership Summit.
Michele Cerwin
President
Ms. Cerwin is a respected marketing executive with expertise in customer relationship management, digital marketing and integrated marketing programs.
As President of the firm, Ms. Cerwin oversees the day-to-day operations and organizational development, as well as partnering closely with teams on developing client strategies.
Prior to joining HL Group, she was Vice President of Business Development at the Giorgio Armani Corp., responsible for identifying opportunities for brand optimization, CRM initiatives and e-commerce businesses.
She was also the Principal Owner and Founder of Stitch Design Group, an accessory licensing and branding firm. Ms. Cerwin held a long career at Chanel, Inc., most recently as Executive Director for Digital Marketing and E-Commerce, after key roles in fashion and retail marketing.
Christopher Giglio
Vice President
Chris Giglio manages corporate communications, overseeing executive positioning, global media campaigns and reputation management for clients ranging from Fortune 100 brands to international financial entities to civic endeavors.
Mr. Giglio has 20 years of experience in crisis management and media relations in the broadcast and corporate sectors. Most recently, as Chief Operating Officer of Freud Communications and, formerly, Vice President of Crisis Management and Professional Services for Rubenstein Associates, Mr. Giglio has developed and implemented positioning strategies for clients experiencing or anticipating challenging media scrutiny.
He has represented celebrities, executives, high net worth individuals, corporations and academic and philanthropic institutions. Before his nine-year role as an investigative producer at NBC News, Mr. Giglio served as a Director at Kroll, the international investigative crisis management firm.
Patrick Herning
Vice President
Patrick Herning is responsible for conceptualizing and executing national and regional events on behalf of HL Group clients.
Mr. Herning manages a diverse range of client programs, from red-carpet launches to multi-market consumer retail events to charitable galas.
Previously, Mr. Herning founded and owned fathom Event Strategy, a Los Angeles based firm focused on the luxury market across fashion, lifestyle, entertainment, arts and non-profit sectors. Mr. Herning’s expertise is differentiated by a keen ability to capture a brand’s DNA and translate it into experiences that truly resonate with clients’ target demographics.
Prior to founding fathom, Mr. Herning amassed almost a decade of sales, marketing and brand building experience in the technology sector in Silicon Valley.
Mr. Herning is heavily involved in the philanthropic community in Los Angeles and sits of the board of P.S. ARTS, supports MOCA, LACMA and Art of Elysium, as well as holding a board seat with Children of Shelters in San Francisco.
Amy Hufft
Vice President, Business Development
Amy Hufft oversees business development and works with teams on strategic planning, partnership development and client services.
Ms. Hufft was most recently Vice President of Strategic Development for Sage Collective, an Omnicom-owned experiential agency focused on premium brands. At Sage, she was responsible for business development and managing experiential programs for clients including Visa Signature, Mercedes-Benz and Rockport.
Prior to Sage, she spent four years at Harrison & Shriftman where she oversaw the execution of marketing programs and strategic partnerships for lifestyle brands. While at H&S, she developed and oversaw the marketing and PR efforts for the launch of Bacardi-owned Corzo Tequila, and was the senior strategic lead on the Grey Goose Vodka account. Other clients included Veuve Clicquot, UGG Australia, Samsonite Black Label, Nintendo, BlackBerry and W Hotels Worldwide.
Ms. Hufft has an MBA in Marketing and Finance from Columbia Business School.
Adrian Kahan
Vice President
Adrian Kahan oversees HL Group’s Home & Interior Design division, working with the firm’s architecture, interior design and home decor clients on the development and execution of strategic communication plans.
For the past 14 years, Ms. Kahan was the VP of Marketing and Communications at Ralph Lauren Home, where she was involved in building the brand’s luxury image into new categories.
Adrian’s experience encompasses oversight of both retail and wholesale divisions.
She was instrumental in launching the Lauren Home brand, sold mainly through the department store channel of distribution, and created the brand segmentation strategy.
Prior to joining Ralph Lauren Home, she worked as an interior designer at the firm of Peter Marino Architects, focused mainly on residential projects. During Adrian’s time with Peter Marino, the office designed retail environments for such brands as Chanel, Giorgio Armani, Valentino, Louis Vuitton and Dior.
Joanne Langbein
Vice President
Ms. Langbein has been an HL Group executive since the firm was founded in 2001. She brings her extensive experience in luxury product communications and marketing, and currently specializes in strategic planning, overseeing all jewelry-related clients.
Prior to joining HL Group, she was a consultant for Tiffany & Co. Previously at Calvin Klein, Inc. as Director of Public Relations, she was instrumental in the launch of the Calvin Klein Home collection.
Ms. Langbein began her career as a general assignment newspaper reporter and shifted to the field of public relations as Director of Corporate Communications for a national fashion retailer. She has also worked independently with clients to elevate editorial coverage, brand identity, celebrity product alignment, and consumer cultivation.
Devon Nagle
Vice President
Devon Nagle is the Vice President of HL Group’s Consumer & Lifestyle division, working with clients across a wide range of fields including travel, online retail, automotive and consumer goods.
Nagle is a strategic communications executive with extensive experience in external brand positioning, client service, marketing communications, employee engagement, crisis management and media relations, with a specialty in writing and narrative development. He has more than 15 years’ worth of PR experience and has led successful communications campaigns for such brands as MasterCard, DHL, Sharp Electronics and Sprint.
Devon holds a Bachelor of Arts degree in English and Textual Studies from Syracuse University.
Anne Reingold
Vice President
Ms. Reingold serves as a trusted counselor on media strategy and corporate positioning, drawing on her depth of experience in news and politics. As an Emmy Award-winning Producer of Special Events with CBS News, she covered major global and national events — from the Persian Gulf War to Election Day. As Media Director for the 1992 Democratic National Convention and the Democratic National Committee, Ms. Reingold gained additional experience in the world of politics and public opinion.
Today, Ms. Reingold retains an extensive network of relationships within the journalism and publishing sectors of the media landscape, as well as political and public influencer communities. With a keen understanding of the news cycle, she currently consults a variety of companies on effective public and political strategy. In addition to supporting HL Group in a cross-team capacity, managing multi-client projects, forging partnerships, and integrating firm-wide strategies, Ms. Reingold continues to lead the firm’s expertise in the civic and philanthropic space, a personal passion.
Lori Tesoro
Vice President
Ms. Tesoro oversees national communications strategies and media while managing celebrity services on behalf of the firm’s clients.
Ms. Tesoro brings to HL Group’s Los Angeles office expertise in the area of in-house public relations, serving most recently as Director of Public Relations for Kate Spade New York and Jack Spade. Besides overseeing brand messaging, event strategy, national and regional press coverage, Ms. Tesoro also guided positioning for the brands’ international divisions.
Ms. Tesoro’s experience in fashion communications additionally includes prior roles as Director of Public Relations for James Perse Los Angeles, Vice President of Marketing and Communications for Isabella Fiore and Vice President of Public Relations for Coach.
Leadership
Partners
Executive Team
Michele Cerwin
President
Christopher Giglio
Vice President
Patrick Herning
Vice President
Amy Hufft
Vice President, Business Development
Adrian Kahan
Vice President
Joanne Langbein
Vice President
Devon Nagle
Vice President
Anne Reingold
Vice President
Lori Tesoro
Vice President
Services & Expertise
Brand Consulting
Whether crafting a marketing audit, recommending partnership opportunities or preparing a media plan, HL Group offers in-depth analysis and advisement with specific business objectives in mind. We develop programs that launch, grow or re-establish a brand’s presence and – in both strategy and execution – deliver a distinctive, consistent brand message.
Media Relations
HL Group’s long-standing editorial relationships give clients a considerable advantage in the pursuit of earned media across print, broadcast and digital channels. We leverage that press network to execute impactful campaigns in top-tier media outlets across a broad array of categories. The result is increased brand awareness and elevated profile within target markets.
Corporate Communications
HL Group strengthens corporate standing in the public arena. Our team employs media relations, executive positioning and reputation management to project a company’s desired image. In addition, HL Group offers extensive expertise in minimizing the impact of crises or potentially negative news. We proactively manage sensitive news on behalf of our clients, such as high-profile dismissals, lawsuits and other issues that may damage corporate image.
Event Services
HL Group conceives and executes events ranging from pop-up environments to Fashion Week shows to product launches, all customized to serve as extensions of brand identity. Merging expertise in both creative concepting and logistical execution, HL Group provides access to coveted brand partners, exclusive venues, VIP hosts and influential attendees. The result is a unique event experience that garners industry and consumer attention.
Influencer Engagement
HL Group cultivates a network of high-profile individuals who influence targeted consumer markets and lend cultural cachet to our clients. Our access to celebrities, thought-leaders and tastemakers furthers client exposure at an exponential rate. With a Los Angeles office entrenched in the entertainment industry, we develop celebrity dressing programs and secure high-profile event hosts and attendees.
Social Media
HL Group believes in the importance of translating brand DNA into authentic digital presence. Our digital PR and social media programs help brands bridge the gap between traditional and digital. HL Group’s social media experts work with brands to develop social identity, distribute multimedia content and cultivate online audiences as well as social communities. Through direct engagement with high-authority forums including blogs and social networks, we help clients optimize their online brand experience.
Contact Us
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New York
853 Broadway, 18th Floor
New York, NY 10003
Phone: 212 529 5533
Los Angeles
1800 North Highland Avenue, Suite 100
Los Angeles, California 90028
Phone: 323 966 4600
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Careers
Submit your resume and view current openings in our New York office.
Submit your resume and view current openings in our Los Angeles office.
